Wales has approved the Free-Range Poultrymeat Marketing Standards (Amendment) (Wales) Regulations 2025, removing the long‑standing 12‑week limit on labelling free‑range poultry meat during mandatory housing measures. The rules were made on 22 October 2025 and take effect on 21 November 2025, following Senedd approval. For producers and retailers, this locks in the ability to keep using the “free‑range” label throughout any housing order.

The change updates how Commission Regulation (EC) No 543/2008 applies in Wales. Previously, birds housed for disease control could still be sold as free‑range for up to 12 weeks; beyond that, labels had to change. From 21 November, free‑range status can continue despite housing, provided the other free‑range criteria are met.

For operations managers, the immediate win is fewer mid‑season packaging and label changeovers when housing orders run past 12 weeks. UK Government analysis made a similar case when confirming the policy for England earlier this year, citing avoided relabelling and smoother supply. Expect comparable savings in Welsh plants and distribution.

The commercial impact varies by species. Broiler chickens are usually slaughtered before 12 weeks, so day‑to‑day labelling was rarely forced to change. The bigger difference lands with longer‑cycle birds-turkeys, ducks and geese-where the 12‑week cliff edge previously threatened premium pricing and planning in the run‑up to Christmas.

This Welsh move also reduces cross‑border friction. England has already legislated to remove the 12‑week limit for poultry meat marketed in England, and Scotland has laid its own draft instrument with ministers signalling alignment ahead of winter 2025/26. That convergence simplifies labelling and stock flows for UK‑wide retailers.

It’s separate from eggs-but relevant context. Wales removed the 16‑week limit for free‑range egg labelling in February 2025, so both eggs and poultry meat now have open‑ended cover during housing orders in Wales, subject to meeting the other system requirements.

Two compliance points will matter during any extended housing: clear customer communication and strong record‑keeping. The England–Scotland consultation feedback noted concerns about potential consumer confusion, and governments have urged industry and retailers to explain when housing orders are in place. Keep veterinary notices and internal logs audit‑ready.

Food safety rules are unchanged. Marketing standards govern descriptions and labelling, not hygiene controls. Welsh Government guidance is explicit that poultry meat marketing standards do not affect sanitary or phytosanitary requirements, which continue to apply in full.

Why now? In recent winters, avian influenza led to housing periods that outlasted the old 12‑week threshold, creating a mis‑match between disease control and labelling rules. Ministers told the Lords that housing ran roughly 8–11 weeks beyond the limit in recent seasons, underlining the case for reform before this winter.

What to watch next: the UK expects broad alignment across Great Britain, and officials say any equivalent EU change would apply to Northern Ireland under the Windsor Framework once adopted. For national buyers, that points to a more consistent labelling position across the supply chain-reducing rework risk when housing orders bite.